Customer Engagement Strategy and the Key Benefits of the Microsoft/Adobe Partnership

Validation always feels good!

Last week, Microsoft and Adobe announced a strategic partnership “that will redefine how enterprises manage their marketing, sales and services to better engage with customers across all touch points” as stated in their April 29, 2015 press release. For marketers and business decision makers, this is good news as it enables a complete view of the customer experience across their organization and across the customer lifecycle. We’ve been offering a similar value proposition at RBA for over a year and this post will highlight a few key points as to why this strategy makes a lot of sense for organizations who want to move their customer experience forward.

At RBA, we have had a history of combining:

  1. Our digital strategy and ability to use our agency skills to design great content with plans for how it can be leveraged
  2. A customer data platform to track customers/prospects and everything we know about them
  3. Integrated marketing management tools to manage jobs/projects and the various tasks, budgets, and deliverables timing needed to launch programs with precision
  4. Content management platforms that enable precise, data-driven web and mobile digital experiences for customers/prospects
  5. Marketing execution engines that push content through the right channels at the right time to the right people to nurture them along a path to enhanced engagement with your organization

We’ve chosen best-of-breed tools that leverage the Microsoft stack and other strategic partners to execute on this strategy. While it’s in no way exhaustive, we typically leverage the following tools in this pursuit:

  • Dynamics CRM
  • Dynamics Marketing
  • Dynamics Social Engagement
  • Sitecore
  • PowerBI

It’s an approach that has been effective because it helps organizations deal with disjointed or unavailable customer data or the lack of real-time engines or know-how to leverage that data to engage with the right message at the right time in the right channel.

So, it is exciting to see Adobe validate we’re on the right track with this strategy – essentially mirroring what we’ve been doing, just substituting a few of their tools in the mix.

Welcome to the club and thanks for the validation, Adobe!